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John P. McGady

    All articles by John P. McGady

  • Segments in Time

    The trouble with most market segmentation programs is that they capture customers' preferences only at one point in time. Instead of snapshots, what is needed are moving pictures -- or what the authors call "evolutionary segmentation." By detecting unfolding trends, companies can gain a much better understanding of what customer preferences are likely to be tomorrow, and why.
    January 1, 1997 by Robert G. Docters, John N. Grim Jr., and John P. McGady